H&M x Winnie Harlow

“As an advocate and outfitter of individuality,
H&M wants to restore meaning to the word #LadyLike without defining it.”

-H&M

In collaboration with WhoSay, MATTE created a short film for H&M's Fall 2016 #LadyLike campaign. Starring model and activist Winnie Harlow, the MATTE film aims to challenge society’s traditional forms of gender type through an exploration of Winnie’s personality — who she is really is and how her own style reflects her unique perception of the world.

"I am not my skin. I am not a trend. Beyond female or male, we are all just human beings."

-Winnie Harlow, Model and Activist

MATTE produced the film, executing all facets of creative including location scouting, talent interviews, film capture, and post production. We did all this with a one day’s notice and a 24 hour turnaround.

Stay tuned as H&M unfolds what different women of all types think is #LadyLike in 2016 and find more BTS moments from the shoot on Winnie’s Instagram.